Google’s John Mueller Cautions Against Keyword-Rich Domains

Keyword-rich domain names were thought to be an effective way to increase website visibility and improve search engine rankings.

However, there are many reasons why keyword-rich domain names can be detrimental to website success.

In response to a thread on Reddit, Google search lawyer John Mueller shares his opinion on domains with exact matching keywords and why it might be a bad idea.

Mueller on domains with exactly the same keywords

On an r/SEO forum on Reddit, a user asks if it’s worth paying the exorbitant fee for a domain containing the keywords they want to rank for.

Mueller says:

Not a fan of keyword domains, but YMMV. Random thoughts:

Everyone thinks you are a spammer

Changing the focus of a business, or even expanding, is harder

You don’t have a brand name, there’s nothing people can search for that “obviously” should show your site. You’re always competing, and you’re not building value with your users for the long term.”

Mueller did not elaborate, but I will do my best to explain his thoughts in the following sections.

1. Spam

People may think that a website with a keyword-rich domain name is associated with spam.

This is because spammers often use keyword-rich domain names to manipulate search rankings and attract unsuspecting site visitors.

As a result, a website with a keyword-rich domain name may be seen as untrustworthy and unprofessional, which can turn potential customers away.

2. Focus on business

A keyword-rich domain name can make it difficult to change the focus of your business or expand your offering.

For example, if a company with a domain name like “best-running-shoes.com” decides to start selling other sporting equipment, it can be difficult to convince customers that the website is a trusted source for these products.

In contrast, a brand name domain such as “Nike.com” allows a company to expand its offering while maintaining its brand identity.

3. There is no brand name

A website with a keyword-rich domain name lacks a brand name, which acts as a unique identifier to help customers remember the business and differentiate it from its competitors.

A website can easily be forgotten or confused with similar websites that do not have a brand name, which damages its reputation and customer loyalty.

4. Nothing to look for

A keyword-rich domain name means that there is no business name for people to search for.

When customers search for a business by name, they are more likely to find and remember it than if they search for a generic keyword like “running shoes.”

This means that a website with a keyword-rich domain name may have a hard time attracting long-term customers looking for a specific business name.

5. Always compete

A website with a keyword-rich domain name will always be competing with other websites with similar keywords.

In contrast, a website with a unique brand name can build a loyal customer base that returns to the website no matter where it appears in the search results.

In summary

While keyword-rich domain names may be seen as an effective way to increase a website’s visibility, it can damage its reputation and hinder its long-term success.

Building a strong brand identity with a unique domain name can be more effective for building customer loyalty and growing your business.

Featured image: Andrii Iemelianenko / Shutterstock

source: reddit